The Riverside Company, a global private equity investor focused on the smaller end of the middle market, has made a non-control investment in Apollo Interactive. Founded in 1995, Apollo is a tech-enabled lead generation provider that delivers its customers leads of high-intent consumers who are actively searching online for insurance or mortgage products. The investment was made out of Riverside’s Strategic Capital Fund.

Apollo uses its proprietary, custom-built technology platform to automate the lead generation process, serving clients that include leading insurance brokers, insurance carriers, mortgage lenders and lead aggregators across several industry verticals such as Medicare, under-65 healthcare plans, auto insurance, home insurance, life insurance, mortgage and pet insurance. Through its owned and operated websites, Apollo generates valuable, first-party data that enables its clients to efficiently segment and target their prospective customers.

“We’re excited to partner with the Apollo team and provide value in a number of ways,” said RSCF Managing Partner and Co-Fund Manager Jeffrey Gordon. “During our partnership, we plan to consummate one or more strategic add-on acquisitions, deepening Apollo’s reach into existing products and verticals, as well as expanding into new markets.”

Working with Gordon on this deal for Riverside was the team of Anthony Marini, Cheryl Strom and Jeremy Holland.